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Abu Dhabi Media Company (ADMC), one of the fastest-growing, multi-platform media organizations in the region, confirmed details of its distribution strategy for the English Premier League (EPL) season 2010/2011.  The company has announced several subscription platforms via which football fans in the MENA region will be able to watch some of the top Clubs in the world.

Kicking off in mid-August, live EPL games will be shown exclusively on Abu Dhabi Al Riyadiya Channels, which customers can access through a high-definition set-top box, IPTV (Internet Protocol Television), and streaming via broadband Internet.

Aligned with current viewer and media consumption trends, this innovative move will provide football fans with greater choice and a quality not seen before in the region.

As part of its exclusive EPL regional rights, ADMC is announcing three new platforms:
•    High-definition set-top boxes, distributed by ADMC
•    IPTV distribution
•    Streaming via broadband Internet – which allows users to route to a television set and watch on their television screens 

ADMC is in final stages of confirming competitive subscription pricing options for each of the distribution platforms to ensure the EPL is accessible to as many viewers and football fans in the region as possible. The pricing for the distribution options will be announced before the start of new season.  ADMC is also in the process of signing distribution agreements with cable operators, as well as confirming details with major retailers regarding set-top box distribution.

Ed Borgerding, Chief Executive Officer of ADMC, commented: "We are seeing increasing shifts in the digital and media space and it is being led by consumers who demand the content they want when they want it.  Our ambitious plans to offer a world-class sports experience via new and cutting-edge delivery platforms reflect the investment that ADMC is making in premium content and the distribution platforms that will deliver it to the end consumer.”

Karim Sarkis, Executive Director of Broadcast at ADMC said: "The English Premier League is the most watched football league in the world and we are proud to bring it to our audiences. Our multi-platform offering is a response to the shifting needs and viewing patterns of our consumers.  We are confident that we are launching a compelling offering that will provide enhanced accessibility and a high quality product at value-for-money for the EPL fans across the region”.

Ricky Ghai, Executive Director of Digital Media at ADMC said: “Consumers want options to access content on different platforms. The challenge for us is to continue to innovate and deliver options that address the needs for convenience and mobile accessibility of our audiences. Our approach to EPL creates a new opportunity to reach viewers and reflects our desire to increase our portfolio of multi-platform offerings that put our audiences in control. This is an exciting step forward for us at ADMC.”

The EPL 2010/2011 season kicks off in mid-August 2010. ADMC announced in July 2009 that it had acquired the exclusive regional rights for three years, commencing August 2010.

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